ZooxForward in every direction

They’ve built an entirely new vehicle, from the ground up, and created a service that reshapes the way we get around.

Since 2020, we’ve been proud partners in that mission, shaping the Zoox brand through language at every touchpoint. It’s such a comprehensive partnership, we wanted to give a full sense of the scope – although even this list isn’t exhaustive!

After six years in stealth mode, and shortly after their acquisition by Amazon, Zoox revealed their groundbreaking vehicle to the world. We developed messaging for the build-up and the reveal itself, which Zoox used in social campaigns, newsletters and email comms. When Covid scuppered plans for a public event, almost everything had to go online – so our storytelling had to work even harder.

As Zoox grew, the team needed to be clear about its mission and value proposition – not just to the world, but also to their growing crew. We worked closely with the team, including the CEO and Co-founder, to nail Zoox’s core narrative and messages, and find the right voice to bring it to the world.

Drawing on our voice and messaging work, we wrote key pages of the post-reveal Zoox website, making complex technology simple and prioritising the real-world benefits.

Everyone knows how hard it is to secure tech talent. Our digital, social, radio and podcast campaign focused on the mission-led quality of Zoox, and the quality of the culture. The result: numbers so impressive, media partners were contacting Zoox to say they’d never seen anything like it.

Culture emerges naturally, and is understood intuitively, among early-stage teams. But as crew numbers rocketed from 100 towards 1,000, it was important to articulate what made Zoox special. We captured their unique culture in a playful, story-led book that inspired and united everyone.

Zoox was now progressing into a new phase, where the primary audience was no longer the tech industry, but the wider public, who will one day hail a Zoox as naturally as any other service. As part of this evolution, we reviewed and updated the voice, codifying it in an expanded playbook that gives everyone at Zoox the tools to use the voice consistently, confidently, and creatively.

Zoox is packed with innovative features and experiences. What do you call them? When do you draw on existing terminology, and when do you create something new? How playful or straightforward should you be, and when? We navigated all these questions as we built out a nomenclature system that’s as clear and user-friendly as it is on-brand.

From hailing a Zoox in the app, to on-board user interaction and follow-up messaging, we’re crafting every detail to flex the voice consistently across every moment. Whether that’s helping you pick music for your ride, or explaining how the revolutionary airbags work.

For CES in 2024, we created a digital OOH campaign in and around the venue, using the line Ride a world first, first to raise awareness and get the early-adopter audience excited about being first to ride a Zoox. We’ve since worked on other campaigns, such as this dasherboard advertising in Las Vegas:

As well as key “set-piece” projects, we’ve supported Zoox all along by writing articles, video scripts, social posts, web pages, newsletters and much more – reinforcing the Zoox voice, story and character at every turn.

We’re working as closely as ever with Zoox, deepening a years-long partnership that perfectly demonstrates the power of language to shape a brand over time.